Esensi Pencitraan.

(~ ~ ~ ~ ~ ~ ~ -~ ~ V
" '-~
----

----

----------- -------------------------------------

•

1

- - - - - - - - - - - - - - - - - - - - - - - - - - - ::

S e n 'n

Rebu

3

2

17

- - - - - - - - - - - - - - - - :-

20

! ' ! _ ~_ _ ~

··~ - ~ ~ a n

5

4

19

18

Mar

--

7

6

-

-

------------------------------

--

---------

1 (3 1 1 1 1 5

10

9

8

23

22

21

- -

€D

11

25

24

-,Apr

26

Jut

MilJ

S a b tu

13

27
r> ,

Ags

- - --J /

[1 9 u

14
28

Sep

--

-----------~

---------------------------------------------

--

\

15

16

29

30

-- \
31)

______________________
I



(> ~ ? _ ~_ _

C ) Okt

Esensi Pencitraan
EIALUI

M
ta n g

H a ria n

ru s k a n p e n g e rtia n

p e n c itra a n

a ta u

p e n c itra a n

n e g a tif,

in g in m e m p e ro le h
g a m b a ra n

im a g e

c itra ),

a ta u p e m b e n tu k a n

b e rk o n o ta s i

m e lu -

" s e s a t" te n -

te n ta n g

(p e m b e n tu k a n

b u ild in g

P ikir a n

in i s a y a in g in

R a kya t

Is tila h

c itra tid a k

te ta p i

b e tu l-b e tu l

k e sa n , p e ra sa a n

d a ri se se o ra n g

a ta u

kepada

o ra n g

la in , d a ri s e s e o ra n g k e p a d a le m b a g a a ta u
d a ri le m b a g a k e p a d a le m b a g a la in .
E s e n s i p e n c itra a n

a ta u p e m b e n tu k a n

c itra d a la m p ro fe s i d a n ilm u d a la m p u b lic

(h u b u n g a n

r e la tio n s /P R

m a s y a ra k a tfb u m a s )
• kebohongan,

b u k a n b e rd a sa rk a n

te ta p i te ta p b e rp ija k k e p a -

d a p e r s o n a l/in s titu tio n a l

(k e -

in te g r ity

m e n g a ta k a n
sndah

b a h w a p a ra P R p ro fe s io n a l

s a a tn y a

m e re k a ,

ngan

c a ra

s a m p a i te rja d i p e m b ia s a n

t h e fa c t s

a ta u b la c k c a m p a ig n , b la c k

p r o vo c a tio n ,

p e n g e rtia n

r e th o r ic

b la c k

a ta u s p in d o c to r .

S e b e lu m n y a is tila h p ro p a g a n d a , k a m p a n y e , p ro v o k a s i, d a n re to rik a

a d a la h n e t-

n y a m p a ia n

s e m u la

b e rm a k n a

pe-

s e c a ra p e rs u a s if, k in i b e g e s e r

m e n ja d i s e b a ta s " o m o n g k o s o n g " .
M em ang
A rn e rik a

p e rn a h

S e rik a t

a ta u re to rik a

b e rk e m b a n g

te n ta n g

kam panye

s id e n , d e n g a n

p ro p a g a n d a

p e m ilih a n

m e la k u k a n

a ta u m a n ip u la s i,

dengan

di
p re -

kebohongan
a p a y a n g d is e -

b u t s p in d o c to r o le h p a ra k o n s u lta n

PR

c a lo n p re s id e n d i n e g a ra P a m a n S a m itu .
D a la m

khazanah

m a n ip u la s i
tu k

p e rta m a
saat

d a n re k a y a sa

m em bohongi

d o c to r .

Is tila h

In fo rm a si

p u b lik

S p in

S e rik a t

d is e b u t

Yo r k T im e s

p e m ilih a n
pada

uns p in

d ig u n a k a n

D o c to r

k a li o le h T h e N e w

b e rla n g s u n g

A rn e rik a

P R , s e g a la b e n tu k

P re s id e n

ta h u n

1984.

s is i) a ta u

sebuah

S p in

le m b a g a

s a n tre n ,

and

why

to

I

my

th a t

r e ka ya sa

m a s i u n tu k

s p in

s a la h

s a tu n y a ,
m e n ja d i

sa sa ra n

fa k ta y a n g a d a , b u k a n
P e n c itra a n

d o k te r

b e lu m n y a

m e n d e fin is ik a n

!{

lip

in

b e la k a n g

= s p in n in g ).

dengan

lu g a s

y a n g d ilo n ta rk a n

O x fo r d

g

d i ru a n g

(m e m u ta r

m e n ja w a b

PR

E n g lis h

dan

D ic tio n a r y

a

5

U n p a cl

d a la m

h a ru s
tid a k

b e rd a sa rk a n

c itra y a n g

k e g ia ta n

m e la lu i

P R , se-

k e g ia ta n

s e m a ta -m a ta

p e ra sa a n

T u ju a n k e g ia ta n

a ta u

kebohongan.

a ta u p e m b e n tu k a n

tu ju a n

fi n d i n g ,

p a ra

s p in d o c to r s e b a g a i s e o - '

H um

ilm u

p ro p a g a n d a

p ro v o k a si y a n g b e rn u a n sa
m e n ja d i

c e p a t p e rta n y a a n

p e n c itra a n

h a ru s s e s u a id e n g a n

dan

b e k e rja

m endapat
k e p e n tin g -

Is tila h

M e re k a d a ta n g m e m b a w a

s a m p in g

dan

d u k u n g a n p u b lik p e -

ta s jin jin g s e b a g a im a n a la y a k n y a s e o ra n g

M e re k a

nal

d a la m

R o n a ld R e a g a n y a n g h a d ir d a la m p r e s s
h a ria n

p e n c it-

ra a n a g a r le b ih d ik e -

an.

p re s id e n ,

dan

o rg a n is a s i

m angku

p e n a s ih a t

dan

o rg a n is a s i

p o litik ,

d a ri

c a lo n

p e n g a m a ta n .

tin g g i,

doc-

p a ra

pe-

p e ru ru a n

m e m e rlu k a n

m em bohongi

to r " .

b e ra sa l

o rg n is a s i
m ilite r,

m a s s a , d a n la in n y a ,

p u b lik d is e b u t " s p in d o c -

s ta m p e d

Is tila h

b r i e fi n g

Infor-

b e r e p u d ia -

te d a n d
o u t.

to r

b e n tu k m a n ip u -

lasi d a n

so

fe e l

. s tr o n g ly
s h o u ld

S e g a la

T h a t's

s e p e rti

a rtis , m u o rg a n is a s i

de-

fe n s i v e

fig u r p u b -

p e m e rin ta h ,

s w a s ta ,
n irla b a ,

s e k u tifs e b u a h

PR

is to

th e tr u th .

i t o f-

w a rta w a n .

k o n s u lta n

m a s y a ra k a t,

i s t o a r t I fi n d

R o b e rt D ile n s c h n e id e r, s a la h s e o ra n g e k p e ru sa h a a n

to k o h

p ih a k

s e le b ritis ,

p ro fe s i,

s tr u c tive

re to rik a

p re s id e n ,

tr ie s to a lte r

what pornography

p r o fe s s i o n :

" a k to r in te le k tu a l a ta u b ia n g k e la d i" , B e -

S e o ra n g in d iv id u (te ru ta m a

dan

a d e lib e r a te a n d r e c k-

d o c to r

b e rb a g a i

m e n g u n tu n g k a n

r e la tio n s

ra l. M is a ln y a p ro v o k a s i itu a rtin y a m e n -

g itu p u n

m e m a n ip u la s i

yang

a ta u

l e s s d i s r e g a r d fo r
p u b lic

de-

(p u r ve yo r s)

b ic a ra p a rta i p o litik a ta u p o li-

lik , n e g a ra w a n

S p in

th r o u g h

d o ro n g , k in i b e g e s e r n a m a n y a

m e n ja d i

la y a n a n

m e n ip u ,

Jangan

dengan

ra n g ju ru

tis i, y a n g b e rtu g a s m e n a fs irk a n

a ta u m e m b e ri
m e n y e s a tk a n .

p e n c itra a n

s p in

p e ris tiw a

b a ik p e rs o n a l m a u p u n le m b a g a ).

propaganda

te k n ik

d a n la b e l s p in d o c to r y a n g m e n y e d ia k a n

ju ju ra n

is tila h

m engecam

fa d

hanya

a ta u s p e k u la s i.

P R se o ra n g

in d iv id u

a ta u le m b a g a a d a la h im a g e b u ild in g d a n
r e p u ta tio n

:2 0 1 :2

b u ild in g

b e rd a sa rk a n

ris e t,

k a re n a

p a ra d ig m a P R m o d e rn

d a la m

k e g ia ta n n y a
a d a l a h PR by research.
A rtin y a tid a k a d a p e n c a p a ia n p e n c itra a n
a ta u

p e m b e n tu k a n

b e rd a sa rk a n

c itra

yang

k e s a la h a n d a n d o s a . P e n c it-

ra a n itu p e n tin g ,

te ta p i k e g ia ta n

m em -

events of PR,
programs of PR,

p e ro le h c itra p o s itif m e la lu i

campaigns of PR,
sem uanya

a ta u

b e ra n g k a t

d a ri fa k ta , b u k a n

d a ri s u a tu k e s a la h a n d a n d o s a .
P h ilip K o tle r, d a la m

konsepnya

te n -

(price, product,
place, promotion, power, public relations) t e l a h m e m a s u k k a n u n s u r P R s e ta n g M e g a M a rk e tin g

bagai

p e n c itra a n

sebuah

p ro d u k

a ta u

ja s a d a la m k e g ia ta n p e m a s a ra n , d i m a n a
p a ra d ig m a

p e m a sa ra n

m em asukkan

b a ru d a ri K o tle r

p e n tin g n y a

a ta u p e m b e n tu k a n

p e n c itra a n

c itra . B ila m a n a c itra

s u d a h p o s itif, m a k a k e g ia ta n p e m a s a ra n
a k a n le b ih m u d a h .
S e o ra n g p a k a r P R , T h o m a s H a rris , ju ga m engungkapkan
P u b lic R e la tio n s

konsep

M a rk e tin g

(M P R ). D i s in i s u d a h

te rja d i " p e rk a w in a n " a ta u p e rp a d u a n

an-

ta ra ilm u e k o n o m i (m a rk e tin g ) d a n ilm u
k o m u n ik a s i

(P R );

Jadi

k e g ia ta n

pe-

m a s a ra n tid a k b is a h a n y a m e n g a n d a lk a n
s a tu

ilm u

s a ja y a k n i

ilm u

m a rk e tin g ,

te ta p i h a ru s d ip a d u k a n d e n g a n ilm u la in
(P R ),

te ru ta m a

brand image

d a la m

D i a k h ir tu lis a n
ru sk a n

m e n d o n g k ra k

a ta u c itra p ro d u k .
in i, s a y a in g in m e lu -

p e n e m p a ta n

a ta u p e m b e n tu k a n

is tila h

p e n c itra a n

c itra y a n g b u k a n s e -

h a ru s n y a . P e n c itra a n a ta u p e m b e n tu k a n
c itra

a d a la h

m e n ja d i

tu ju a n

d a la m

k e g ia ta n P R , y a n g u ju n g -u ju n g n y a u n tu k
k e p e n tin g a n

in d iv id u

(p e la k u

p e n c i-

tra a n ) d a n in d iv id u la in (te rb e n tu k c itra ),
le m b a g a
(te rb e n tu k

(p e la k u

c itra )

d a n p u b lik n y a

c itra ). J a d i p e n c itra a n

bukan

hanya

u n tu k

k e p e n tin g a n

s a tu

te ta p i

kedua

b e la h

A d a p ro se s

tim b a l

b a lik ,

bukan

p ih a k .

m a n fa a t

p ih a k ,
s e p ih a k

d e n g a n m e n i h i l k a n p i h a k l a i n . ***